Exploration of the role of

Heritage in Luxury
Gastronomy
by Satwika Sabal

S1840556
MBA Luxury Brand Management
Dissertation
Word Count: 11307
Submitted on: 4th June 2020
Module leader: Dr. Dina Khalifa
 Exploration of the role of Heritage in Luxury Gastronomy

Satwika Sabal
S1840556

Submitted in partial fulfilment of the requirements for the MBA

Luxury Brand Management GLASGOW CALEDONIAN
UNIVERSITY

Submission Date (04/06/2020)

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Acknowledgement

I would like to take this opportunity to thank my very accommodating and supportive
dissertation guide, Dr. Dina Khalifa. Her timely and in-depth feedback made me
understand the crucial concepts and gave my dissertation a direction. I would also like
to thank all my professors, especially Tim, who made my academic experience at GCU,
London, incredible! A special thank you to all the staff at GCU, especially Ellen, who
was always approachable and eager to help.

I am grateful for the time and the effort taken by my participants to answer each
interview question in detail. This research would not have reached its fruition without
their inputs.

Last but not the least, I would love to thank my mother and my father who gave me
wings and made me believe that I can achieve anything if I work hard for it. They also
kept checking and supporting my progress;

My brother, Satyam, who called every day to make sure I was not giving up and also
made me laugh which was a stress reliever;

My husband who successfully managed to live with someone who was glued to this
project and was also kind enough to proofread my work;

My dearest friends- Aswin, for kindly and very patiently helped me in formatting this
work; Spoorthi, who offered her help and also put me in touch with two participants who
were relevant to my study, Sonia and Merlin who supported me with words of
encouragement throughout this journey. A special thank you to my friends and
colleagues from GCU, Arunima and Armando, who were literally a message away and
were full of encouragement.

Thank you!

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Abstract

Heritage has always been a traditional luxury driver (Kapferer, 2009). Most of the
research around luxury has been conducted primarily for the luxury products, thus
services or experiential luxury offer a wide scope for research. Experiential marketing
requires a more diverse range of research (Williams and Atwal, 2017). Recent studies
have downplayed the role of heritage in contemporary luxury, mentioning that
innovation will replace traditional drivers like heritage (Morley and McMahon, 2011).
This study aims to explore the role of heritage in luxury gastronomy as the luxury
services industry might behave differently from the luxury products industry. It also
attempts to find if and how heritage influences the decision making thus purchase
intention. It provides an insight into what the consumer is seeking from an exceptional
gastronomic experience. This qualitative exploratory study uses the inductive approach
and support from the existing studies to explore if heritage is indeed important to the
gastronomic enthusiasts who visit the Michelin starred restaurants to experience the
best of luxury gastronomy the world has to offer. This study, with support from existing
studies in developing the interview questions, found out that there is a curiosity about
heritage amongst luxury consumers and it is an emotive need. Thus, hedonism
inevitably became an important part of this study. The results depict that heritage in
gastronomy is relevant and important to today’s luxury consumer. More than the
enhancement of self-image, interest in self-expressive and self-enrichment (self-
esteem) were found as results of this study. In fact, the Stendhal Syndrome (feeling of
rapture and ecstasy) was also observed in one of the participants. Curiosity, knowledge
of heritage and authenticity were found to be stronger than the desire of associating or
disassociating with any prestige group or bandwagon and snob effects, respectively.
The feelings of awe, uniqueness, desire to indulge in new experiences, celebration with
loved ones, desire of feeling special and pride were found.

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Table of Contents

1 Introduction .................................................................................................................. 7

1.1 Background and rationale .................................................................................. 7

1.2 Aim and objectives................................................................................................. 8

2 Literature Review ......................................................................................................... 8

2.1 Introduction ............................................................................................................ 8

2.2 Drivers ................................................................................................................... 9

2.3 Heritage ............................................................................................................... 12

2.4 Hedonic Consumption ......................................................................................... 20

3 Methodology ............................................................................................................... 24

3.1 Introduction: ......................................................................................................... 24

3.2 Research Philosophy ........................................................................................... 25

3.3 Research approach ............................................................................................. 27

3.3.1 Inductive Approach ....................................................................................... 27

3.3.2 Research method or the type of research ..................................................... 28

3.4 Research Design ................................................................................................. 29

3.4.1 Mono Method ................................................................................................ 29

3.4.2 Development of research questions .............................................................. 30

3.4.3 Data collection............................................................................................... 34

3.4.4 Sampling Strategy ......................................................................................... 34

3.4.5 Data Analysis ................................................................................................ 37

3.5 Research Ethics................................................................................................... 37

4 Discussion of results / analysis and findings .............................................................. 38

4.1 Identification of themes ........................................................................................ 38

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 4.2 Analysis of themes............................................................................................... 38

4.2.1 RQ1: Purchase Intention influenced by heritage: .......................................... 38

4.2.2 RQ2: Drivers of luxury gastronomy ............................................................... 43

4.2.3 RQ3: Hedonistic consumption ....................................................................... 48

5 Conclusion ................................................................................................................. 53

6 Limitations and scope for future research .................................................................. 55

Reference List ............................................................................................................... 56

List of figures

Figure 1: Value-Attitude-Behaviour model (source: Cheng and Peng, 2017) ............. 19

Figure 2: The onion structure (source: Saunders et al.,2012) .................................... 25

Figure 3: Sampling techniques (source: Saunders et al.,2012) .................................. 35

List of tables

Table 1: Development of research questions ............................................................. 33

Appendices ................................................................................................................... 67

Appendix 1: Ethics Form............................................................................................ 67

Appendix 2: Participants’ Profile ................................................................................ 71

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1 Introduction

1.1 Background and rationale

Luxury gastronomy is booming, though this development is comparatively recent but it

is dynamic. Financial groups like Louis Vuitton are emerging as the leaders of a new
type of luxury industries. New connections are being forged between travel industries,
gastronomy, hotel, fashion, perfume, jewellery etc. Louis Vuitton bought Belmond in
2018 (NY Times, 2018). Luxury fashion brands have ventured into luxury gastronomy
and hospitality as early as 2000 with the opening of Palazzo Versace Gold Coast in
Australia. In 2005, Chanel and the Ducasse group together, opened a restaurant called
Beige in Tokyo. This trend has only grown as brands "strive to offer guests immersive
experiences marked by the brand’s own unique traits." (Bonnard et. al, 2009). Indulging
in a luxury gastronomic experience is beyond satiation of hunger, just like owning a
luxury product is beyond gaining from its functional utility (Grossman and Shapiro,
1998).

Most of the studies on heritage in luxury focuses on products. Recently scholars have
started researching exclusively on luxury services or experiential luxury (Williams and
Atwal, 2017).The importance of heritage is questioned in modern times. Though some
studies have found that traditional drivers like heritage will not matter as much as it used
to and heritage in luxury is largely irrelevant in today’s times (Morley and Mc Mahon,
2011). However, fields like luxury gastronomy and luxury cultural tourism are dependent
on heritage (Bonnard et al.,2009; Barrere, 2013). Thus, this study strives to explore and
understand the role of heritage in luxury gastronomy as generalisations based on
existing studies on heritage and luxury industry in general, might not be accurate for
luxury gastronomy.

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1.2 Aim and objectives

Aim: A study to understand the role of heritage in contemporary luxury gastronomy

Objectives:
1. To understand the evolution of gastronomy as an important part of luxury industry
2. To gain an overall knowledge of luxury gastronomy and understand the drivers
3. To investigate what the luxury consumer is seeking from a gastronomic experience
and if heritage plays a role in the purchase intention.

2 Literature Review

2.1 Introduction

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Comparison of history and contemporary times
Aristocratic cuisine was quite restrictive and conservative. The same quintessential
dishes remained “the symbols of luxury” and were a means of differentiation from “the
ordinary popular cuisine”. The society of the Court (Elias 1973) drastically changed
things” as creativity was resorted to and new creative dishes, recipes, sauces etc. came
into being and are still evolving (Barrere, 2013). Luxury gastronomy in today’s times is
often associated with terms like experiences, molecular modern gastronomy, avant-
garde, innovation, provocative, surprising. Alinea (Chicago), one of the best restaurants
in the world, likes to play with the senses. For example: it used to serve tomatoes that
looked like strawberries (Netflix, Chef’s Table, 2015). Many gastronomic restaurants are
resorting to going back to the very roots of gastronomy, the origin (Barrere, 2013).

2.2 Drivers

The drivers of the luxury industry have been established to be “quality, authenticity,
craftsmanship, prestigious image, high price and a strong connection with consumers”
(Ko et al., 2019). Thus, the same drivers can apply to luxury gastronomy as well.
However, it can be argued that the way luxury products and services are consumed
might vary. For example: a consumer might not like to talk about a luxury bag she is
carrying (as status signaling is being performed non-verbally) but the same consumer
might like to talk about the great meal and experience she had at a Michelin starred
restaurant. Han and Kiatkawsin (2019) found that ‘knowledge’ and ‘involvement’ also to
be drivers of luxury gastronomy, especially helpful in equipping the consumers in
patronizing luxury restaurants. Along with these factors, this study will explore if
heritage is a driver.

It is important to know, like all the other major industries in the world, luxury also is
striving for more sustainable practices (Kapferer & Michaut-Denizeau, 2013). Many
observations also showcase how people nowadays even when travelling want to do so
in a way that respects the local population. They choose green products and demand
local produce and fair-trade goods (Barrere, 2013).

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Thus, luxury is progressing from its core agenda of leading by design to leading by
values (Roncha and Montecchi, 2017) as well as (Roberts and Armitage, 2016).
Kapferer (2008) aptly mentions that the concept of luxury is constantly moving and is
prone to change.

Cultural heritage and increased demand of the taste industries

Often the “common cultural heritage” is used as a “background of creation” by the taste
industries. Taste industries comprises industries whose demand is determined by the
logic of tastes and not just needs and necessity. Some examples are: gastronomy,
tourism, wines, fashion etc. This demand is governed by pleasures and hedonism.
(Barrere, 2013). Hence, this study also explores the concept of hedonism due to its
strong link with heritage and gastronomy. Barrere (2013) also explains that the artistic
and cultural fields (they combine the artistic and industrial dimensions) are “evolving”
because there has been a considerable increase in demand for the taste industries.
Cultural industry, creative industry and creative economy are new categories coined by
some economists. Hence, gastronomy, which connects the artistic and industrial
dimension is also on the rise and owing to the surge in the demand for luxury
experiences over luxury products (Bain & Co., 2020), it has evolved to become an
important part of the luxury industry. Thus, it can be argued that, as demand is
increasing and heritage (particularly cultural heritage) is being used as a backbone in
the taste industry (to cater to the needs of the evolved luxury consumer) the exploration
of heritage and the drivers in this rapidly progressing gastronomy industry is the
requirement of current time.

Another aspect of demand can be explained by the study by Bonnard et al, (2009)
which concluded that the expansion of gastronomy is happening globally by the middle
and upper middle class who are invested in these experiences and spend time and
money on them. In comparison to the pre-war period, today people do not go to
gourmet restaurants just because they travel and stay in a hotel. The source of demand
is from both sections of consumers, that is ultra-rich as well as the middle class which
indulges in luxury gastronomy occasionally. Thus, there are two types of demand: elitist

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gastronomy and mass gastronomy which is a part of a global revolution in the
consumption processes (Bonnard et al, 2009). Thus, it can be deduced that increased
demand is also caused by increased disposable income and has led to the emergence
of HENRYs (High-Earners-Not-Rich-Yet) in countries like China, India, Brazil and
Russia. Occasional demand also contributes to luxury. In the modern world, as found by
Lipovetsky (2006) and Rochefort (2001), the demand for a lot of goods and services do
not mainly correspond to just needs and reason but also largely on emotions and
desires. The uprising of middle and upper classes who now have greater disposable
income and spend time and money to travel and to consume semiotic and heritage
goods also leads to an expansion and a globalization of the gastronomic area (Bonnard
et. Al, 2009).

Branding strategy of chefs

In the words of the chef of Mirazur (rated the best restaurant in the world 2019), Mauro
Colagreco, “For me luxury is something very special. It isn’t gold, it isn’t diamonds, it's
just the details for making something special, something very unique” (Interview,
RoyalSpirit.com, 2013). It can be said that gastronomic expansion often happens
because of the expertise chefs bring to their craft and their image and popularity. This
can be a driver. This study will also test this claim.

Reputation strategies are often used by chefs to increase their financial growth.
Strategies such as opening locationally correct restaurants to invite the travellers (both
on business and leisure trips) as well as local residents. An example would be of the
world renowned British chef, Gordon Ramsay. He opened restaurants based on the
significance of the place in terms of international attractions like London, Tokyo, LA,
Cape Town, Dubai etc. The pioneer of this was Paul Bucose whose group had a
turnover of over 50 million euros in 2017 (Bonnard et al, 2017).

The development of the branding strategy, that is the capability of some chefs to
become superstars in the Rosen (1981) or the Adler (1985) way, has its advantages.
There exists a virtuous cycle between the chefs and the guidebooks. There are many

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other quality signals apart from guidebooks like gastronomic critics, affiliation to
prestigious associations like Relais & Châteaux and Relais Gourmands which label
hotels and restaurants. This kind of association plays a vital part in attracting affluent
clients from every part of the world and then is a vector of dynamism for luxurious
establishments. For most food enthusiasts, the Michelin guidebook is not just another
guide but “the guide”. For them, it unfolds the best gastronomy plated around the world.
Most restaurants mentioned in this guide are considered as luxury (Kiatkawsin and Han,
2019). Thus, for the purpose of this study on luxury gastronomy, only the experiences in
Michelin-starred restaurants have been considered.

2.3 Heritage

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Luxury and heritage

Though there are no studies on gastronomy and heritage, the existing studies on
heritage and luxury in general throws some light on the vastness of its meaning.There is
a misconception amongst many luxury heritage brands that heritage is interchangeable
with history but the understanding should be that heritage is the representative of the
emotional connection formed originally with their consumer. This misconception that
heritage is fixed history, obstructs innovation and prevents the renewal and
strengthening of their position in contemporary and emerging marketplaces (Morley and
McMahon, 2011). Thus, one can argue that even the luxury gastronomy industry should
not discard the idea of incorporating heritage as its centre, in the name of achieving
success in current times. However, some studies do suggest that heritage is no longer a
key element to be relevant in the luxury industry (Forbes, 2018). This research tries to
examine if it holds true for luxury gastronomy which like other luxury counterparts
derives immensely from heritage.

Two schools of thought around heritage

Sanderson (2010) also mentioned the views of the well-known fashion commentator for
reputed papers like the New York Times and International Herald Tribune, Suzy
Menkes, that there are two different schools of thought around heritage in terms of how
luxury brands perceive it. Either they think of it as a thing of the past which they have to
drag to the future or as a means to get a jumpstart to the future (Morley & McMahon,
2011). Thus, it can be suggested that luxury gastronomy also has to make this choice
today especially since experiential luxury like that of gastronomy is gaining more
popularity amongst the new age consumers of luxury. Millennials (who are estimated to
be around 45% of consumer base by 2025) are more drawn to experiences than
products . Luxury experiences remain very attractive to consumers according to sales
growth data: luxury hospitality (5% from last year), gourmet food and fine dining (up 6%)
and luxury cruises (up 7%) (Bain & Co., 2020). Thus, offering relevant luxury
gastronomic experience today has become more engaging and hence challenging.

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Preference to experiences over products
To encourage emotional connections with consumers, luxury brands should be involved
in storytelling, either of their own past and history or that of the development from
scratch (Kapferer & Bastien, 2009). Morley & McMahon (2011) found that the industry in
current times associates heritage with innovation and a contemporary approach. This is
the new heritage and a new medium of storytelling. Millennials across the US, UK, Italy
and China revealed that “quality and uniqueness” are the main factors attracting them to
luxury products. At the same time, the background, history and heritage of a brand can
greatly enhance its uniqueness and value. (Deloitte Report, 2017). Thus, the assertion
by Kapferer & Bastien (2009) and Morley and McMahon (2011) stands true for
contemporary luxury consumers. In the words of Suzy Menkes, “The subject of heritage
is red hot” in the world of global competition and heritage luxury is bringing the past to
the future. This study posits the important role of heritage in contemporary luxury
gastronomy.

Growing demand for heritage

Some economists like Rochefort (2001), report increasing demand for heritage amongst
consumers as they want to rediscover their heritage, their history. There is a wave of
rediscovery of roots and gastronomy is a major part of it. Also, another factor is that in
today’s times where the world is rapidly becoming a global village, people want to know
about culture, particularly the gastronomic creations (Bonnard et al, 2017). Heritage
marketing is powerful especially in China, which is the biggest luxury market today and
for years to come (Jing Daily, 2019). These varied findings point towards the importance
of heritage in its true sense (not just the misconception that it is static history as
mentioned before) and for contemporary times. However, there are contrasting views as
well which should be addressed for acquiring a wholesome picture. Morley and
McMahon (2011) have stated that ‘innovation’ will replace traditional drivers of luxury
like heritage. This study tries to prove that this is not true for luxury gastronomy.
Innovation built on heritage will be useful but innovation replacing heritage might not
work in the gastronomy industry.

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The growing link between gastronomy and cultural tourism
There is a growing link between gastronomy and cultural tourism, as both are derived
from their common belonging to taste goods (of taste industries as referenced before,
Barrere, 2013). Both gastronomy and cultural tourism fall under the purview of semiotic
characteristics, cultural activities and cultural consumption (Brown, 1992). The main
motives of cultural tourism are the desire to be in contact with foreign and new cultural
heritages by visiting monuments, museums, cities etc. This applies to the confrontation
with a new gastronomy, which is considered an art of cultural heritage. Luxury goods,
gastronomy and luxury tourism belong to a global system (Bonnard et al, 2009). Thus, it
can be deduced that when people travel they like to experience a new culture also
through its gastronomy. This opens up new avenues for luxury gastronomy as well.

It is the heritage of tastes and preferences which facilitates a common usage of signs
thus resulting in homogeneous presentations. This makes creation credible in
gastronomy (Barrere, 2013). Hence, it can be said that a kind of standardisation is
established thus helping the consumer in making an informed decision. It can also be
deduced that this does not inhibit creativity, just lays a foundation.

The semiotic heritage becomes image heritage. Like the heritage associated with the
great Grand which has produced great chefs and even greater creative dishes. This in
turn forms a heritage called an “institutional heritage”. Thus we see these are all
interconnected. Institutional heritage such as that of Haute Couture and the Italian
institutional heritage of Alta Moda. These institutions foster public policies for the
improvement of art, fashion, creativity, trade associations and most importantly the
‘Maison de haute couture’. Thus, creativity is boosted across the fields of management
and production. This also leads to successful organization of strategies by pairing the
famous creator and the famous manager such as “Yves Saint Laurent and Pierre Berge,
Muccia Prada and Patrizio Bertelli”.

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In gastronomy, the association between the history of grand restaurants and the grand
chefs depict the same symbiosis and represents a major incentive to creativity (Barerre,
2013). For current modern times, similar examples would be that of Chef Gordon
Ramsay and The SAVOY, London; Adrian brothers and El Bulli, Spain etc. Thus, a
luxury consumer who is travelling to these countries would like to experience the
gastronomy at these restaurants.

Link amongst hedonism, heritage and gastronomy

A strong link exists amongst hedonism, heritage and gastronomy. Hall and Weiler
(1992) also found one consistent aspect of travel behaviour which is ‘the seeking
behaviour’. They also mention, based on their due diligence, that all leisure motivation
can be categorized either as avoidance or as search. This classification into escaping or
seeking provides an interesting conjecture to all studies on luxury done till today. Even
this study tries to ultimately find what the consumer is seeking. However, drawing this
distinction is beyond the scope of this study but it provides an interesting outlook to it.
Since, cultural tourism and gastronomy include semiotic or symbolic characteristics and
both consist of cultural activities and cultural consumptions. In both these fields, Hall
and Weiler (1992) postulated that the consumer gets rewards in terms of “self-
actualization, self-enrichment, self-expression, self-gratification and enhancement of
self-image”.

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All these concepts will be explored through this study as inferences will be drawn from
the findings.

Hall and Weiler (1992) also found one consistent aspect of travel behaviour which is
‘the seeking behaviour’. They also mention, based on their due diligence, that all leisure
motivation can be categorized either as avoidance or as search. This classification into
escaping and seeking provides an interesting conjecture to all studies on luxury done till
today. Even this study tries to ultimately find what the consumer is seeking. However,
drawing this distinction between escape and seeking is beyond the scope of this study
but it provides an interesting outlook to the study. A classic example of the combination
of heritage and gastronomy is the French gastronomy. It is a part of the French
heritage, deeply rooted in French identity. Present discussions on the inscription of the
French culinary art in the immaterial UNESCO Heritage may underline this point.

Creativity
“Chefs mix heritage and creativity”. These days gastronomic experience is governed by
creativity. Today, the chefs are going all the way to working with scientific researchers
to present palatable yet new textures, new cooking devices and processes (e.g. low
temperature cooking etc. (Bonnard et al, 2009). Luxury gastronomy like other players of
the luxury industry is creative (Bonnard et al., 2017). Luxury industry operates on the
framework of leading by design and now by values, which is as much a framework for
luxury gastronomy. The Blue Hill restaurant in New York is a farm to table restaurant
which promotes eating local and in a sustainable manner (Chef’s Table, Netflix, 2015).
Well-off clientele is attracted by an alchemy of local and foreign produce procured by
the chef (Bonnard et al, 2017). This study will also reveal if consumers are actively
seeking creativity.

Purchase intentions and consumption decisions

The value-attitude-behavior model suggests that behavioural intentions are influenced
by consumers’ attitudes which is affected by consumption value. Cheng and Peng
(2014) as well as Shukla and Purani (2012) posited that consumers aggregate their

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individual perceived values of luxury and tourism and form an overall evaluation like that
of attitude. This is done before making a consumption decision. Cheng and Peng (2018)
incorporated a “food image” in this Value-Attitude-Behaviour model (figure below), when
they studied the attitude of Taiwanese consumers towards luxury restaurants and
influences on their purchase intentions. The findings of their study found that
expectations pertaining to this pre-existing “food-image” shape the consumer decision
and highlighted that perceived functional, symbolic and hedonic values are the main
influencers behind the purchase intention. Existing work on heritage finds its link with
hedonism, as explained further.

A. Chen, N. Peng

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2.4 Hedonic Consumption

The idea of hedonistic consumption was first discussed by Hirschman and Holbrook
(2001) by differentiating between two main types of utility: functional utility (based on
needs and necessity like a flashlight, which is bought purely for its functional use and a
hedonist utility (based on pleasure and desire). Apart from indulging in luxury
gastronomy, few examples of hedonist utility would be entertainment and arts in
general, something that engages one’s subjectivity so that emotions are evoked like
from a movie or a play. Rational analysis cannot be applied as subjectivity is variable
and what has worked with a consumer might not work with the same consumer in
future. Thus, analysis of hedonist utility becomes challenging.

Another such example would be losing the sense of self and getting completely
absorbed in a hedonist experience (artistic or otherwise), like a visit to a museum or
looking at a masterpiece during a trip to a beautiful place and revelling in the aesthetic
pleasure and losing consciousness of one’s own selfhood, also defined as rapture or
ecstasy. It is also called reliving the “Stendhal Syndrome” (Hirschman and Holbrook,
2001). This study might provide an insight into this concept.

Luxury connects art and industry. Hence the demand for luxury is not derived from logic
of needs and necessity but from the logic of pleasure, taste, ethnic preferences and

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hedonism (Barrere, 2013). The seekers of luxury who look for personal rewards and
fulfillment through luxury consumption are considered hedonic centric consumers. Many
uneconomic reasons were detected behind the purchase behaviour such as fun, fantasy
and social as well as emotional gratification (Hausman, 2000). This study therefore
strives to understand if heritage provides any hedonic fulfillment to the consumer and if
it is a major part of the exploration of heritage in luxury gastronomy.

Involvement and knowledge

Han and Kiatkawsin (2019) studied the reasons behind the consumers’ willingness to
pay a price premium for luxury gastronomic experience at Michelin-starred restaurants.
Gastronomic involvement was found to be the biggest denominator in the will to pay a
price premium for an exceptional gastronomic experience, like that of a Michelin starred
restaurant. Involvement and knowledge were found to be crucial pillars of the consumer
decision making process. It must be noted that an important finding was also that
because of a high degree of involvement in gastronomy, it develops the knowledge.
Hence, involvement is found to be the predecessor of knowledge.The ultimate result
evidenced that patronizing luxury restaurants can be understood as representation of
success and commands strong interpersonal influence.

Based on these results, an inference can be drawn that (how knowledge and
gastronomic involvement and patronizing of luxury restaurants are representations of
success and strong interpersonal influence) being knowledgeable about the heritage of
an authentic gastronomic experience and being a connoisseur of gastronomy can be
the representations of sophistication and class and provided an elevated sense of
being, hence meeting the individualistic (as these are subjective) hedonic requirements.
Thus, patronizing of luxury experiences based on one’s experiences can influence
purchase intentions. This coupled with genuine interest and love for excellent authentic
gastronomy (as involvement is the predecessor of knowledge according to one of the
findings by Han and Kiatkawsin, 2019), can be motivators to indulge in such
experiences thus influences purchase intention. Thus, it can be argued that being
knowledgeable about a gastronomic heritage and gaining more and more of such

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experiences can be perceived by others as being successful, sophisticated and can
influence interpersonal relationships, establish one’s status thus contributing to overall
desire of self enhancement. Yang and Mattila (2016) found that the strongest influence
on luxury restaurants patronage was induced by the hedonic value. There is an
‘explosion of subjectivity’ related to hedonism and is a burning feature of current times.
Thus, it is important to explore this as interconnections are being found, as illustrated
below.

Hedonism and heritage

The logic of desire dictates demand. Demand is accomplished by using creativity. Taste
goods like luxury products carry symbols depicting meaning and senses which are
absorbed in culture. This demand also consists of moral or ethical values connecting
certain goods and services to cultural heritages, traditional social values and also to
new or foreign values such as avant-garde cuisine of current times (Barrere, 2013).
The development of tourism based on cultural heritage shows the importance and the
complexity of the ‘demands of heritages’ and the development of a ‘memory industry’
and the commodification of heritages. Memory is applied to many phenomena and
serves many different scholarly interests. Cultural memory in this context relates to
generation of affective bonds (Klein, 2000). Affective bonds are individual centric and
indicate attachment to something or someone. Affective means influenced by emotions
(Narteh et al., 2013) much like hedonism. In relation to the commodification of
heritages, Barrere (2013) points out that when cultural industries apply creativity and
heritage at the same time, a virtuous cycle (of goods, knowledge and ideas) is created
which constitutes types of heritages which in turn encourage creativity. Thus this point
reiterates that heritage is not just history but passing down and sharing of ancient
knowledge. It strengthens the purpose or aim of this study.

Barrere (2013) also discusses the two types of heritages as a result of the virtuous cycle
discussed above, namely: a heritage of craftsmanship and a heritage of creativity. The
heritage of craftsmanship is “handed over across generations of workers” which equips
the next generation with required skills that have been developed as a result of several

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inventions and innovations. Louis Vuitton, Hermes, Prada, Gucci etc. are examples of
that. Another type of heritage is the heritage of creative knowledge. It is more private.
This heritage creates a memory and an experience effect which facilitates the passing
of knowledge and creativity between generations (Barrere, 2013). Thus, in gastronomy,
it can be applied to the legacy of chefs. Chef Michel Roux Jr. (a two starred Michelin
chef) learned the ropes from his father Albert Roux.

The demand for novelty and creativity needs satiation especially a creatively driven
industry where competition promotes creativity. For example: In the gastronomic field,
chefs frequently change their menus like the famous French pastry maker, Pierre
Herme showcases cake collections as per the season or a more recent example would
be the restaurant Alinea destructing its menu from time to time, despite it doing really
well (Chef’s Table, Netflix, 2015).

The affluent section of the society often indulges in luxury gastronomy, goods and
tourism to create an attractive self-image and to reap the benefits of bandwagon effects
(Bonnard et al, 2017). Bandwagon effect is when the preference of consumers
increases as a result of other people buying a product (Kastanakis and Balbanis, 2011).
Vigneron and Johnson (2011) added to this by observing that this effect along with the
snob effect are particularly visible in the luxury market. Snob effect is stated as a need
to differentiate oneself from others. These luxury consumers seek exclusivity (Vigneron
and Johnson, 1999). Dining at high end restaurants actualises the status of prestige as
it characterises exclusivity, high quality, innovation, uniqueness and thus high price
(Bhaduri and Stanforth, 2016). This study expects to unravel other aspects of consumer
behaviour and purchase intentions concerning consumption of luxury gastronomy.

People’s consumption is considered as a signal of wealth and this phenomenon is

called conspicuous consumption (Trigg, 2001). Veblen (a Veblen effect is characterised
by when the preference of a consumer for a product is directly proportional to its price,
Kastanakis and Balbanis, 2011) analysis links the demand for luxury to conspicuous
consumption. Veblen theory originates from the theory of leisure class, old money and

23
is about status seeking and a blatant display of wealth. Veblen (1889) described
conspicuous consumption as a type of behaviour where people engage in the display of
wealth by consumption of goods rather than display of leisure. The logic behind this is
that as societies are no longer close knit or have become more mobile, so people might
be unaware of the leisure activities others are indulging in (Trigg, 2001). Thus, it can be
argued against this explanation that though mobility has further increased in today’s
times, social media helps put the word across. Luxury gastronomy thus, can fall under
the category of conspicuous consumption.

Hedonic effects are different from snob or bandwagon effects. Unlike the latter, it is
regarded as a personal influence. Emotional value is considered essential to any kind of
consumption of luxury-product or service (Ioana-Daniela et al, 2018). This study
attempts to understand the emotional motivation especially the one linked to heritage
behind the purchase of a luxury gastronomic experience.
Considering the literature review and as discussed in rationale, recent studies have
downplayed the importance of heritage and stated that it would be replaced by
innovativeness in luxury (Morley and McMahon, 2011), however in gastronomy which
heavily relies on heritage of all kinds especially cultural (Barrere, 2013), this finding
might not be applicable.

3 Methodology

3.1 Introduction:

A good research methodology helps obtain an accurate collection of data and its
interpretation. The objective is to discover relevant information and good insights. To
achieve the right approach and build correct parameters as well as coherence and
reliability in the results, the concepts and steps depicted by the research onion (Figure
2) is used for methodology. The research onion becomes more specific as it proceeds
inside to the other layers (Saunders et. al, 2012).

24
Figure 2: The Research Onion Structure
(Source: Saunders et al.,2012)

Owing to this specificity, the research design is based on this structure to cover the aim
and objectives of the study which might disclose useful insights for the luxury
gastronomy industry as well as contribute to future studies.

3.2 Research Philosophy

The research philosophy is based on assumptions the author makes or the way the
world is viewed by the author. These assumptions underpin the research strategy and
the methods chosen as a part of that strategy (Saunders et al, 2012). The philosophical

25
commitments made by the researcher does not only impact the investigation but more
importantly on the way it is understood (Johnson and Clark, 2006).

The philosophy of Positivism is not used as ‘law like generalisations’ will not be
produced by this research (Gill and Johnson, 2010). Realism on the other hand relates
to scientific enquiry (Saunders et al, 2012). This research does not dive into any
scientific enquiry. It is exploring a less explored industry of luxury gastronomy and the
impact of heritage on the same and thus contains elements of subjectivism to it, as
explained above. Any research is complicated thus following a streamlined qualitative
approach was chosen over the pragmatism philosophy which amalgamates the
objective and the subjective and uses mixed methods.

The philosophy of realism is not chosen because it relates to an objective scientific

enquiry, advocating the existence of the objects independent of the individual or human
mind. In other words, existence of a reality, quite independent of the mind (Saunders et
al, 2012). This study gives prominence to the human mind. The subjective nature of
human emotions are being studied in the luxury gastronomic context. Hence, the
philosophy of realism is not deemed fit.

Considering all the above factors, the research philosophy of interpretivism was
deemed fit for conducting this research. The choice of the Interpretive research
philosophy was also because of the author’s background in luxury studies and interest
in the experiential aspect of luxury, particularly, gastronomy.

The purpose of this research is to understand the role that heritage plays in
contemporary luxury gastronomy. Assumptions inevitably influence our research
starting with how we interpret our research questions to how we interpret our findings
(Crotty, 1998). Choosing the correct research philosophy enables gathering of accurate
results for the core of the onion (Saunders et al, 2012). Thus, keeping in cognizance the
purpose, aim and objectives of this research, Interpretivism philosophy is used because
it is meant for a social study and thus is subjective and is prone to changes. While some

26
may believe heritage is a factor in their purchase intention, few might think otherwise
and their opinions and thoughts may change in future. This research is value bound and
the researcher cannot be separated from the research thus it qualifies again as
subjective study (Saunders et al, 2012). Moreover, this research intends to use small
samples but in depth investigations to determine the aim and objectives. As
interpretivism fits all these parameters, it is chosen as the research philosophy to
conduct this research. Interpretivism is also a well-known and used research approach
for a Qualitative study (Goldkuhl, 2012).

3.3 Research approach

3.3.1 Inductive Approach

The reasoning adopted to conduct a research determines the approach. Deductive

reasoning arises when the conclusion is derived from a set of premises. When all the
premises are true, the conclusion is deemed to be true while in inductive reasoning
known premises lead to untested conclusions. Mixed reasoning or abduction is used
when known premises lead to testable conclusions (Saunders et al., 2012). This study
starts with known premises (existing concepts) but the conclusion has the chance of
being untestable. Hence, inductive reasoning makes sense for this study. Qualitative
research is governed by five areas, namely, case study, ethnography study,
phenomenological study, grounded theory study, and content analysis. All of the five
areas are representations built on inductive reasoning (Williams, 2007). This study is
built on content analysis, this further cements the choice of the usage of the inductive
approach.

Inductive approach seeks to explore theoretical explanations by means of primary data

collection and thus is data driven while deductive approach tests an existing theoretical
framework by collection of data which makes theory driven (Saunders et al, 2012).
Thus, an inductive approach was chosen for this study as it deems to be most
appropriate for this study.

27
3.3.2 Research method or the type of research

Different claims of knowledge are investigated by quantitative and qualitative research

methods. Each of these two addresses a specific kind of research question. The
quantitative method provides an objective measure of the reality while the qualitative
method equips the researcher in the exploration and better understanding of the
complexity of a phenomenon (Williams, 2007). The essence of luxury is primarily
qualitative in comparison to quantitative (Kapferer & Bastien, 2009)

This research explores the luxury gastronomic experiences of the participants. This
study attempted to explore what made the difference, what were the things that stood
out during their experience, how it made them feel and what were the emotions
experienced and if heritage had an influence on their purchase decision in their opinion.
As the research was exploratory in nature (Moraes, 2015), it was designed in a languid
fashion where the participants were asked their views and the interview questions were
not more than mere guiding or directing points of the conversations. New unexpected
revelations were a benefit achieved by this manner of conducting the research. There is
limited information and studies on the pursued topic hence qualitative research deemed
most fit to conduct this study. Lincoln and Denzin (2000) stated that qualitative studies
facilitates the creation and departing meaning to the participant’s point of view.

Mixed methods (using both quantitative and qualitative methods) was not used because
it is used when initially one method is used and that leads to insights which require the
usage of another method. For example: qualitative methods can be used to explain the
relationship between the variables generated by the quantitative method (Saunders et
al.,2012).

Qualitative research comprises description, explanation and interpretation of collected

data (Williams, 2007). This study intends to do exactly this thus it can be reiterated that
qualitative research method is the most appropriate for conducting this study. Creswell
(2003) also discussed that qualitative research is described as ‘an effective model

28
which occurs in a natural setting’ and quips the researcher to develop details by being
highly involved and invested in the actual experiences. Hence qualitative research
becomes an inevitable choice.

3.4 Research Design

3.4.1 Mono Method

This study follows the mono method as it consists of only one phase of data collection
followed by the process of analysis (Saunders et al, 2012). The only phase of data
collection was interviews which was not followed by any other kind of data collection.
In-depth interviews were chosen as a part of this qualitative study as it is generally used
to explore and define concepts that are covered by consumer behaviour towards luxury
gastronomy primarily on the basis of experiences, emotions and feelings (Wisker,
2008). In-depth interviews provide an opportunity to the participants to share their
thoughts in an unrestricted format as they are not bound by any predetermined
categories that they have to stick to. This is the backbone of qualitative research
(Klenke, 2008).

The interview pattern was languid and fluid as the questions were semi structured and
open ended hence providing opportunity to the participants to speak their minds and
venture deeper into remembering their experiences. This open-ended technique
facilitated the record of relevant information in the view of the participants, which in turn
helped in identification of new themes as will be discussed further. In any exploratory
study, in-depth interviews are very helpful in determining what is happening and in
understanding the context (Saunders et al., 2012).

Each participant was asked a set of key questions but the order depended on the
development of the conversations. Because of the lack of a watertight structure,
unexpected discussions followed and participants opened up to what was meaningful

29
and important to them. In 2008, Wisker rightly pointed out that structured interviews do
not allow room for gathering of feelings.
The development of research questions was on the basis of the literature review and
the existing theories on purchase intention, brand heritage and hedonistic consumption.
These distinct subheadings in the literature review served as guidelines in drafting the
research questions.

3.4.2 Development of research questions

RQ1: Purchase Intention influenced by heritage

Does the experience of heritage through luxury gastronomy influence the purchase
intention?

Key questions: How was your experience? What stood out ? Did you have a completely
new experience that made you learn about the culture, local cuisine, its history?
Do you want to experience it again? What will make you go back? Is there any favourite
you like visiting often? Why?

This question is based on the Value-Attitude-Behaviour model, the version by Peng and
Chen (2017), where they examined the consumers’ intentions to dine at luxury
restaurants while travelling. They enhanced the ‘Value-Attitude-Behaviour’ model by
adding a variable “food image” to this study. The findings contributed to the existing
theory that the purchase intention of the luxury consumer while making a choice in an
unfamiliar environment is influenced by “pre-existing image perception”. Assuming that
the findings have a spillover effect even when the choice being made is solely to indulge
in a luxurious gastronomic experience (not necessarily while travelling and also
regardless of whether it is a norm for a particular participant or a one off special
occasion treat), a “pre-existing image perception” of the heritage influences their
purchase decision.

30
RQ2: Drivers of luxury gastronomy
Understanding the drivers of luxury gastronomy by learning about the experiences
sought by consumers. This information can provide as a starting point to help luxury
gastronomy exceed expectations and continue thriving in the evolving luxury industry.

Key questions: What were your expectations before the visit? Were they met? Did
something happen that exceeded your expectations and took you by surprise? What, in
your opinion, are the things one must get or is sure to experience?

Marley and McMahan (2011) have found that ‘awareness and desire of innovation’ will
lead the upgradation of drivers such as ‘Heritage’ and establish linkages with relevant
elements which fit better in the contemporary industry. This study, while trying to gain
knowledge about the evolution and drivers of luxury gastronomy, is trying to understand
the role heritage plays in contemporary luxury gastronomy. Thus, this question is based
on the ongoing discussions in literature review and few critical studies like that of Han
and Kiatkawsin (2019). They have found that luxury gastronomic consumers are
seeking unique and exciting experiences. Involvement and knowledge were found to be
crucial pillars of the consumer decision making process. The latest study on drivers of
the luxury industry includes revised factors such as high quality, rarity, premium pricing
and high level of aesthetic (Ko et al., 2019).

Parallels have been drawn from existing studies and after the data collection process is
over, this will help build accurate themes/patterns for the proposed thematic analysis
which is explained later in this study.
RQ3: Hedonistic Consumption

In RQ3 formation
The study by Han and Kiatkawsin is centred around the creation on the model depicting
the symbolic value of luxury consumption.

31
Another important finding of this study is that success is represented by patronizing
luxury restaurants and carries a strong interpersonal influence, which will be tested by
this study (can mention this when forming RQ3)

Understanding the emotional motives behind the choice and the satisfaction or
fulfillment of hedonic needs.

Key questions: Why did you decide to indulge in this experience? Did you discuss it and
recommend it to your friends and peers? Do you think that knowledge about the origin
and culture and sometimes history of the cuisine are good conversation starters? and
do you get impressed if somebody displays this knowledge?

This question is mainly based on the works of Han and Kiatkawsin (2019) and
Kastanakis and Balabanis (2014). The study by Han and Kiatkawsin (2019) established
that gastronomy is “hedonic-based” and it is judged subjectively as restaurant
experience is a subjective topic of evaluation. Luxury service consumption, much like
consumption of luxury goods, appeals to “emotional provocations” and not just objective
attributes. Indulging in luxury gastronomy was perceived as a symbol of success.
Bandwagon and snob effects were observed for example the consumer need of
distancing themselves from non-prestige groups. Cheng and Peng (2018) studies have
found that positively perceived luxury value leads to a favourable attitude which in turn
discovered the intention to patronize luxury restaurants. Kastanakis and Balabanis
(2014) interestingly found out that the luxury consumers are not always a homogeneous
status driven group. There are two main groups:
Ɣ Bandwagon-prone consumers: one which is the majority and tries to follow and
consume luxury according to the popular luxury lifestyle. They seek approval.
Ɣ Snob-driven consumers: who dissociate from this majority and derive hedonism
through feeling of uniqueness sometimes which is even norm breaking.

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33
3.4.3 Data collection

Primary data was collected for this study as it provides greater control to the author to
monitor the collection of data and to conduct the interviews and the research.
Relevance is maintained (Cheng et al, 2000). Secondary data such as the scholarly
work as well as the non-academic available content (interviews, shows, news etc.) was
also used to understand and gain an overall knowledge of contemporary luxury
gastronomy but the main data collection procedure was primary.

3.4.4 Sampling Strategy

There are mainly two types of sampling techniques which are deployed namely :
probability and non-probability sampling.

These are further broken down to make the technique narrower.

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(Author: Saunders et al, 2012)

This study is using purposive sampling which falls under the non-probability umbrella. It
is the most appropriate for this study because the technique employed in this research
is heterogeneous and though it is dependent on the researcher’s choice, the likelihood
of this sampling being representative is low. Purposive sampling strategy or technique
helps in procuring or rather revealing key themes. A specific selection criterion has been
applied and the sample was selected based on that. Thus, non-probability purposive
sampling was used for this study (Saunders et al.,2012).

Research questions are best understood by those participants who meet a particular
criterion for the research which was ‘having had an experience of luxury gastronomy at
least once’. As it is subjective, for the purpose of this research, having had at least one
meal in any Michelin starred restaurant has been considered as a standardisation for a
luxury gastronomic experience. Michelin-starred restaurants are often considered as the
“pinnacle” of dining experience (Han and Kiatkawsin,2019).

35
Borrowing the analogy from the possession of luxury items or materialism, similarly the
service provided by Michelin starred restaurants is that of high quality, unique,
innovative and rare (Henderson, 2017). This kind of sampling strategy is called
purposive sampling method (Belk, 2007). This way the information provided by the
participants helped in getting a deeper understanding of the topic.

Choosing participants who meet the criterion enabled sharing of candid, unhesitant
views which further helped gain accurate insights. The disadvantage of convenience
sampling is the possibility of bias (Saunders et al, 2012) which is counteracted by
interviewing experts. The point of contact was established via LinkedIn and emails.

Differences in experience and diversity of the background of research participants is

important for a qualitative study. The crux is quality over quantity (King et al, 2018). The
participants’ profiles are attached to Appendix 1.

A total of nine people (age range: 26 - 65), were interviewed, all via emails, owing to the
COVID 19 pandemic and also obstruction caused by being in different time zones. The
emails, however, did not prove to be a roadblock rather a good record of the to and from
conversations that were all saved. The medium was emails and not meet ups thus a
good number of interviews were also possible. The candidates could reply at their
convenience and shared their opinions unreservedly.

Notes were taken during the calls and the information collected was immediately written
down in detail post each call. Before using this knowledge for analysis, each
contributing participant was sent a copy of the interview they just finished. Slight
modifications to the data collection aspect of in-depth interviews had to be taken owing
to the unexpected pandemic situation. A better call had to be taken, however, this did
not affect the quality of data collected, only the process had to be slightly modified.

36
3.4.5 Data Analysis

3.5 Research Ethics

37
4 Discussion of results / analysis and findings

4.1 Identification of themes

All the answers for the three research questions are analysed separately and the
conclusion will specify the inevitable overlap between the themes.

4.2 Analysis of themes

4.2.1 RQ1: Purchase Intention influenced by heritage:

Does the experience of heritage through luxury gastronomy influence the purchase
intention?

Feeling of excitement to have new experiences

All participants without an exception mentioned that they seek new experiences when
they choose to indulge in luxury gastronomy. They choose luxury because though they
want new experiences, they do not want to take the risk of it being unpleasant.

38
Most participants shared that they learnt much more about the cuisine, dishes, culture
and origin through their experience. They knew even before visiting that it would be one
of a kind experience. A novel experience for them.

This reasserts the work and the Value-Attitude-Behaviour model by Cheng and Peng
(2017). Expectations based on the pre-existing image and perception were the biggest
determinants of decision making. These decisions were intentionally or unintentionally
also based on heritage, particularly cultural heritage, as explained by the analysis of the
next theme.

All participants exclusively shared two things about their experience: ambience and
impeccable service (which is explained in the next section: RQ 2)

39
It has been established that a customer is willing to pay a premium price in a luxury
restaurant because of the overall experience that is expected, especially the service
quality (Hwang and Hyun, 2013). All the participants with no exception confirmed this
research. Even though all participants defined their experience to be laced by culture,
one specifically mentioned heritage.

Desire to experience authenticity at its best

Cambridge dictionary describes authenticity as being ‘real or true’. One of the
definitions of authenticity in luxury has been described as “a return to or an arrival at a
place of origin”. Authenticity is also considered to be one of the main challenges of the
luxury industry today (Muller-Stewens and Hitzler, 2017) and it is a key issue in
contemporary marketing and a determinant of brand and business success (Bruhn et al,
2012).

Most participants shared how their knowledge and awareness about a dish and the
culture was enhanced and they appreciated it. They shared that they wanted to have an
authentic experience and almost no one explicitly spoke about fusions, except for one
participant who emphasized on the need of novelty along with creativity and curiosity.
Innovation was stated as an important factor by another participant while explicitly
mentioning its development on the existing heritage. Based on an overall analysis of the
answers, it was understood that innovation and cutting edge creativity and techniques
were appreciated (as that was considered a new experience too) if it was built on
something that the consumers were familiar with and were expecting and if it was built
on heritage. Massimo Bottura, a chef who has been a recipient of three Michelin stars
has been known to do exactly the same- innovating the age old “mama’s” recipes

40
(Chef’s table, Netflix, 2015). However, most of the participants expressed experiences
like below which relates the food served to them with the place where it first came from:

One of the participants even mentioned that most luxury restaurants are theme or
cuisine based.

As suggested in the literature review, it was learnt that authenticity and heritage goes
hand in hand and the insight found was that any luxury consumer seeking an authentic
gastronomic experience is also seeking an experience of the heritage.

Desire to experience uniqueness

Tian et al. (2001) developed the ‘Consumers’ Need for Uniqueness Scale’ which
measures pursuit of differentness in their purchasing behaviour. The empirical evidence
showed ‘validity and robustness’ across cultures. This helps in the understanding of the
analysis of the identified theme of uniqueness and its link to purchase intention. As this
scale provides validation across cultures, it can be deduced that participants despite
their varied cultures gave importance to uniqueness. Purchase intention is enhanced by
uniqueness and scarcity (Bhaduri and Stanforth, 2016). This holds true for this research
as having a meal in Michelin starred restaurants was mentioned by the majority of the
participants as a coveted event and not the norm.

41
While uniqueness and rarity are important aspects of luxury (Kapferar), research has
found that self-awareness and personality traits like the need for uniqueness and self-
monitoring are personal triggers for behaviours relating to purchase and consumption of
luxury (Jaufrett et al, 2018). This seems to be true for luxury experiences as well. All
participants had a unanimous consensus on wanting to experience something unique
(and feel special which is explained in hedonic consumption in RQ3).

Something that was surprising was none of the participants mentioned ‘creativity’, which
is the core competency of luxury (Kapferer, 2012). When specifically asked, most said
that it was a very basic expectation and that they knew the presentation would be
beautiful. However, one participant did mention it in support of the expected taste.
The chef of the best restaurant in the world (Mirazur, 2019), Mauro Colagreco, states
that luxury is in the details and in making something unique and something quite
special. This resonates with what the participants were seeking.

Two participants expressed their displeasure at the small portion served overall. It was
the only negative thing shared by any participant.

42
Desire for repurchase was expressed except for two participants who said that they will
try something new somewhere else or something new from the same place. Continued
indulgence in gastronomic pleasures were confirmed. Some participants paid more
attention to their fondness of cuisine rather than the particular experience in the
restaurant. Personalised service was a factor in their purchase decision too.

4.2.2 RQ2: Drivers of luxury gastronomy

What are the drivers of luxury gastronomy? Learning about the experiences sought by
consumers.
There are many established drivers of the luxury industry as discussed before like high
quality, high price, heritage, prestige, exclusivity (Kapferer) and it has evolved to include
a strong connection with consumers along with drivers such as quality, authenticity or
craftsmanship, prestigious image, high price are the recent additions (Ko et al., 2019).
These drivers are constantly evolving and include sustainability now covering its three
basic points: “esteem for the planet, social responsibility and economic profitability”
(Kapferer & Michaut-Denizeau, 2013).

These are true for luxury products and most of them seem to be true for luxury
gastronomy as well. Surprisingly, none of the participants talked about sustainability on
their own. When asked, most of them answered that they expected a Michelin starred
restaurant would be taking care of it every step of the way. Hence, it can be deduced
that sustainability was not an active driver.

43
Conspicuous consumption or display of wealth or creation of an illusion of wealth has
been found as a driving factor in some people (Han and Kiatkawsin, 2019). This study
did not directly find this as a factor. However, the majority of the participants answered
their interest in sharing their experience of Instagram. It can be argued that conspicuous
consumptions were an indirect indication.

Wanting to experience the feeling of awe

Indulgence in luxury is about seeking varied emotions. A luxury consumer wants
something beyond mere functionality. Thus, psychology plays a huge role in
understanding the luxury consumer. Feeling of awe arises when the particular stimuli
are “vast” when related to one’s existing “frame of reference” (Keltner & Haidt, 2003;
Shiota et al.,2007). Thus, the answers provided by the participants differed on the basis
of the frequency of their experience. Most participants in this research were not
seasoned consumers of the experience provided by Michelin starred restaurants.

Despite the accepted importance that awe holds in marketing and is known to transform
consumers, there are limited studies on it (Keltner & Haidt, 2003; Schneider, 2011;
Silvia, 2010)
A study by Gilovich, Kumar, and Jampol (2014) suggests that “awe is differently evoked
by material and experiential purchases” (Jiang et al, 2018).

All the participants were seeking an overall great experience and almost all participants
revealed their desire to feel awestruck. Most of the participants shared that their
expectations were met and at times exceeded by their experience. All the participants,
without a single exception spoke about the ambience which was enhanced by heritage
and cultural nuances.

44
Reputation was also revealed as one of the greatest drivers. Other aspects included
exclusivity (as mentioned above), a sense of excitement and recognition, welcome and
an impeccable service beyond great food. Customisation and personalised service was
also spoken about by most participants.

It can be summarised that ultimately all the participants were looking for a holistic
experience, the one which touches all of the human sensibilities and creates a sense of
awe and of happiness.

Curiosity to know more about the culture and origin

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Curiosity has been frequently known as a “critical motive” which influences human
behaviour. In 1991, King’s study mentioned that advertisers had begun to “harness the
power of curiosity” (Loewenstein, 1995). Cultural curiosity has been defined as a
“personal condition conducive to cultural knowledge”. In 1971, Langevin spoke about
curiosity as either being a trait of one’s personality or a motivational state (Mikhaylov,
2016). There is very limited study on cultural curiosity.

All of the participants demonstrated cultural curiosity. This was a new dialogue initiated
by the answers. In luxury purchases curiosity to know the heritage might no longer be
an important factor but in luxury gastronomy it turned out to be one. Most participants
admitted to enjoying some charming storytelling and taking a dip in the rich history.

Impeccable service was re-emphasized by every single participant throughout all the
answers.

One participant shared that while having a meal he might not enjoy learning about the
heritage for example through a host. He would rather find things out by himself
beforehand and that might lead to the decision of choosing the place. Non-verbal
representation of heritage covered by the ambience; the overall experience turned out
to be very important.

46
The entire analysis on drivers confirms the work by Han and Kiatkawsin (2019).
Involvement and knowledge were indeed found to be crucial pillars of the consumer
decision making process.

Though forms of new luxury underplay the importance of heritage especially amongst
young consumers (Brun and Castelli, 2013), the participants who were mostly
millennials, showed interest in heritage especially cultural heritage, not just their own
but other cultures as well. Interest in knowing more about the culture, origin, history, the
overall heritage and having a diverse knowledge base was appreciated. They all agreed
that it was impressive and also are great conversation starters.

Highly knowledgeable and inquisitive consumers might demand deep explanations and
they expect it from the serving staff (Kiatkawsin and Han, 2019). Four participants
reported being impressed by the knowledge their host had and they wanted to know
more.

Image and reputation of the chef can be a driver as discussed in the literature review
but it was not found to be a strong driver. Only one of the participants mentioned this as
a reason to visit a particular place.

47
Three participants shared their interest in finding out the restaurants which have been
awarded a Michelin star and the ones who lost it, also, which restaurant has been
ranked number one in the world etc. They opened up about actively seeking this
information, mainly digitally. These participants described themselves as gastronomic
enthusiasts. They revealed their keen interest in knowing what is happening in the
gastronomic world, primarily through Instagram. Though this aspect is beyond the
scope of this research but unexpected revelations provide useful information that can be
used by businesses. Six out of nine participants mentioned Instagram, sometimes more
than once despite no particular question pertaining to social media.
It may also be mentioned that seasoned consumers (two out of nine participants) did
not show as much excitement and were not as elaborate as other participants.

4.2.3 RQ3: Hedonistic consumption

What are the emotional motives behind the choice and the satisfaction of hedonic
needs?

Snob effect, bandwagon effect and hedonic effects were found to be linked to prestige
consumption. However, this study did not find prestige consumption as the main
hedonic display. But Kiatkawsin and Han (2019) also found that interpersonal influence
strengthens, and success is represented by patronizing luxury restaurants. This was
found to be true for this study.
Majority of the participants mentioned that they shared their experience not only on
social media but with their personal network and when asked why, they admitted that it
made them “feel good” while it was useful information for the other person. This can be
a genuine recommendation based on something great someone experiences but layers
of patronizing can be found.

48
The hedonic effect has been described as “perceived emotional value”. Hedonic
consumers do not emphasize on price as an assertion of prestige because they are
more interested in their own thoughts and feelings (Cicic and Husic, 2008). None of the
participants spoke about the high price explicitly. According to the answers, they were
seeking intangible luxury along with some great food. These were classified into three
themes as explained below.

Desire to celebrate with loved ones

All participants mentioned that they shared the meal with others and that made the
experience memorable. Out of nine, five participants had gone to celebrate a special
occasion with loved ones.

Most of the participants shared that they chose their experience based on personal
recommendations from colleagues and friends. Word of mouth marketing played a
bigger role in the decision making compared to consumption of information digitally.
Three out of nine participants said it was an invitation. Thus, it is personal and a form of
collective celebration.

The experience being “not too noisy” and “felt no rush” was also answered by two
participants. Privacy is something seasoned consumers look for was revealed by the
two participants who enjoy luxury gastronomy, often visiting Michelin starred
restaurants.

49
It must be noted that based on the answers provided by the participants, no hint of
bandwagon effect or snob effect was found present. A genuine sharing of information of
a good experience was showcased.

It is an experience that a consumer values for themselves and others. I think we evolve
much more toward a collective society from an individualistic society. I believe sharing
of the experiences will be a significant driver.

It must be noted that one of the participants mentioned that her experience was surreal.
Sometimes even when I buy something great, I might not feel the joy I felt when I was
enjoying this great meal with great company. I was in the moment and lost sense of
time as I was thoroughly enjoying my life.

This feeling of rapture or ecstasy where one is completely absorbed in the experience,
to the extent, that the sense of self and time are lost. As discussed in the literature
review, is often regarded as reliving the “Stendhal Syndrome” (Holbrook et al., 2001).

Desire of feeling special

Luxury items “provide extra pleasure and flatter all senses at once” (Kapferer, 1997).
This holistic feature transcends to luxury experiences such as luxury gastronomy as
well. This was analysed on an individual basis for each participant and logical deduction
has been attempted purely based on the answers. As discussed before, the study by
Han and Kiatkawsin (2019) established that gastronomy is “hedonic-based.” The

50
multisensory indulgence by each participant confirms this study. The individual
dimension of this multisensory experience comprises “hedonic motives” and
“strengthening of self-identity” (Behrens et al, 2013).

The external stimuli which induces a multisensory sensational luxury experience

includes visual, auditory, tactile, olfactory and gustatory perceptions should be
distinguished (Behrens et al, 2013). All of these are essentially included in a luxury
gastronomic experience such as that of a Michelin starred restaurant. Everything
together makes up the elevated feeling of being special.

Feeling of pride
The Oxford English Dictionary defines pride as “a high or overweening opinion of one's
own qualities, attainments, or estate, which gives rise to a feeling and attitude of
superiority over and contempt for others”.

Pride has been researched to affect consumer behaviour. It has been proposed as a
self-conscious positive emotion or feeling (Komarova et al, 2012). Most of the
participants belonged to the age group of 25 to 35 years and they opened up about
sharing their experience on social media. They enjoyed this process and felt a sense of
pride. They indirectly admitted to the desire of validation and recognition (Dumas et al,
2016).

51
The older participants did not share this enthusiasm.

Pride is one of the prominent emotions felt when a consumer purchases a luxury
product (McFerran et al, 2014). This emotion transcends to when a consumer is
indulging in a luxury experience as well. Pride is multifaceted in relation with consumer
behaviour. While authentic pride (non-narcissism) motivates luxury consumption but
hubristic pride (narcissism) does not have the same effect (McFerran et al, 2014). The
participant’s answers bordered only on authentic pride.
Luxury goods consumers conform to a reference group which influences their purchase
intention. Thus, it can be argued that the recommendations might influence the
purchase intention of consumers similarly. Majority of the participants mentioned giving
recommendations. The study by Han and Kiatkawsin (2019) stands confirmed. Luxury
service consumption appeals to “emotional provocations” and indulging in it is construed
as a symbol of success. Majority of the participants had an almost compulsive need to
share their experience with as many people as they could, mostly through social media,
Instagram specifically.

A study among luxury brand consumers concluded that members of social media
groups can be affected by the bandwagon. Thus, it makes sense to assume that
bandwagon effect is in play when the participants share their experiences on Instagram,
as the majority of the participants disclosed sharing. Three out of nine participants
mentioned exclusivity as a part of what they seek from this experience.

52
Based on the answers by the majority of the participants, it can be argued that these
consumers were hedonic centric. All the participants without any exception showed to
give more importance to subjective emotional benefits.

The analysis of the answers of the participants throws light on the hedonic benefits
(personal as well as social) derived from absorbing a heritage rich luxury gastronomic
experience.
Most of the participants are Indians and with an exception of two, they live in India. The
link between tourism and gastronomy as discussed in the literature review stands
supported here as they had made reservations and planned their Michelin starred
experiences before the advent of their travels.

5 Conclusion

This study explored the role of heritage in contemporary luxury gastronomy. According
to the analysis of the data collected it was found that heritage is not only important but
actively sought out by consumers, it was found to be one of the drivers of luxury
gastronomy Thus, the discussion that heritage is losing its relevance in contemporary
luxury stands corrected for luxury gastronomy. The insights that stood out were the
desire to indulge in new experiences absorbed in authenticity and uniqueness,
celebration with loved ones, without taking the risk of the experience being unpleasant,
a desire for enhancement of self-image but a stronger desire for self-enrichment and
feeding of self-esteem by indulging in self-gratifying and self-directed pleasure was
found. Feeling special were found, wanting to feel awe and pride were also detected.
This study helped in understanding the evolution of luxury gastronomy as an important
part of the luxury industry. Especially the secondary data helps to understand that the
consumers which also includes millennials are moving towards experiences in luxury
rather than products making luxury gastronomy as one of the sought after luxury
consumption.

53
As these themes or feelings were analysed, it was found that most of these desires are
co-dependent and overlap, thus, it is difficult to point out one prominent result. For
example: based on the repetitive answers provided by the participants throughout the
interview, the desire of wanting to experience awe and gain new experiences were
found to be mutually inclusive, thus one cannot occur without the other. Only new
inexperienced events can inspire a feeling of awe. Authenticity and experience share a
similar relationship.

It was found that consumers of top-notch gastronomy seek authentic experiences

especially from luxury establishments like those of Michelin star restaurants. To provide
such authentic experiences, the providers of luxury gastronomy may want to rely on
heritage. Thus, it can be concluded that the gastronomy industry needs heritage or
heritage plays an important role in the purchase intention and decision making of the
consumers. It is found that there was a curiosity to engage in new heritage rich cultural
experiences and this knowledge gained from these authentic exceptional gastronomic
experiences equipped the participants to achieve the other feelings they were seeking.
Although innovation is key in the contemporary luxury industry, in luxury gastronomy,
innovation built on heritage is being sought out by consumers.

There were a few unexpected findings such as there was not a single mention of
creativity or rather it was a basic expectation of the participants. Given the abundant on-
going conversations and discussions about sustainability in the luxury industry, none of
the participants spoke about sustainability specifically while answering any of the
questions pertaining to the reason behind the choices that they were making. This
provides an interesting insight into primary reasons behind a choice. Most of the
participants were millennials and thus a passionate mention of sustainability was
expected or it can be concluded that it was a basic expectation from a Michelin starred
restaurant.

54
6 Limitations and scope for future research

All the interviews that were scheduled to be observed in person had to be cancelled due
to the challenge posed by our current times, COVID 19. It was very difficult to convince
the participants to provide time for calls or reply elaborately via mails (since these
questions were of in-depth nature) and be open for any correspondence with counter
questions to their answers, without inconveniencing them. Some were reluctant to send
long answers.

Since it was an interview, not a questionnaire, it was more fluid. Overlapping of answers
posed a serious challenge. The author tried to separately analyse everything and
collectively conclude as explained below.

Another limitation was that though Han and Kiatkawsini (2019) study confirms that a
Michelin starred restaurant is considered luxury but sometimes a Michelin star
restaurant might be casual and not luxury. Even a small food stall in Singapore was
awarded a Michelin star (The Michelin Guide, 2016). Hence future research can attempt
at redefining what a luxury gastronomic experience is.
The participants who ever interviewed were mostly from the author’s personal network
therefore they were known gastronomic enthusiasts. Further research can also include
people who aren’t gourmets. It would be interesting to know if a non-foodie would invest
in a luxurious gastronomic experience, if yes, then why. Exploring those reasons might
be interesting. It can provide new insights into the multifaceted concept of hedonic
consumption.

Future researches can also exclusively concentrate on the luxury consumers belonging
to the younger generation, Millennials and Generation Z, who are known to seek and
indulge more in unique experiences (Thomsen et al, 2020).

55
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Appendices

Appendix 1: Ethics Form

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68
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Appendix 2: Participants’ Profile

71